Overview
The Institute's Proprietary Consumer Sustainability Database...
Since 2002, 20 Years of Data, 57,000+ Consumers, 5 Influential Segments
A consumer's level of involvement in the sustainability 'space' helps determine the segment into which they fall
LOHAS®: 25%
- Personal and planetary health priority
- Sustainability is entrenched in lifestyle
- Heaviest purchasers of 'green'
- Early adopters & influencers
NATURALITES®: 21%
- Personal health drivers greater than planetary health
- Strong secondary target for natural/green CPG brands
DRIFTERS®: 25%
- Green followers
- Newer to the 'green' marketplace
- Want to be seen as doing their part
- In search of easy green changes
UNCONCERNEDS®: 11%
- Less concerned about the environment and society
CONVENTIONALS®: 18%
- Practical & rational
- Driven by cost savings
- Eco-benefits secondary
The leader group's altitudes & behaviors filter down into the mainstream where they are then adopted at varying levels
Understanding the Consumer Changes Everything!
The Institute's Proprietary Consumer Sustainability Database...
Since 2002, 19 Years of Data, 57,000+ Consumers, 5 Influential Segments
A consumer's level of involvement in the sustainability 'space' helps determine the segment into which they fall
LOHAS®: 26%
- Personal and planetary health priority
- Sustainability is entrenched in lifestyle
- Heaviest purchasers of 'green'
- Early adopters & influencers
NATURALITES®: 21%
- Personal health drivers greater than planetary health
- Strong secondary target for natural/green CPG brands
DRIFTERS®: 26%
- Green followers
- Newer to the 'green' marketplace
- Want to be seen as doing their part
- In search of easy green changes
UNCONCERNEDS®: 12%
- Less concerned about the environment and society
CONVENTIONALS®: 15%
- Practical & rational
- Driven by cost savings
- Eco-benefits secondary